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Firemadillo SCRPt

Date: 01/06/2021 Author(s): Lorenzo Planlilio; Íñigo Gallo Document type: Case SCRPt is a software developed by the company Firemadillo, based in Los Angeles, that can predict the box office revenue of a movie by analyzing its script and comparing it to previous scripts. Firemadillo belives this is a game changer, with a huge potential. But it's not an easy sell. Who should they target? Writers? Producers? Studios? How should ... More information

The End of Low-Cost Fundamentalism: The COVID Interruption - Teaching Note

Date: 01/05/2021 Author(s): Alex Cruz; José Luis Nueno Document type: Teaching Note We review pre-COVID-19 trends, discuss the pandemic's main impact on existing models, and provide the likely new post-COVID-19 trends in the airline sector. However, the fundamentals of the democratization of air travel, particularly in the short-haul segments, are left untouched. After a "short" interruption, it will remain a cost-based game in which ... More information

Elección de mercado: target y posicionamiento

Date: 01/05/2021 Author(s): Jorge González Document type: Technical Note La decisión más comprometida de la función comercial es la elección de mercado, que consta de dos partes: 1) la selección del cliente objetivo, o target, y 2) el posicionamiento. En esta nota, se señalan los principales criterios para seleccionar el target, y una serie de recomendaciones acerca de cómo determinar el posicionamiento. Para finalizar, ... More information

DurvisTech and Carla Falcón: Fixing a Sales Team

Date: 01/05/2021 Author(s): Íñigo Gallo; Ángela Jiang Wang Document type: Case DurvisTech is one of the leading door manufacturers in Spain. The national team of sales agents has been underperforming in the past years, and Carla Falcón, who has just been appointed as the new national sales manager, needs to quickly find a solution to this situation and get the national unit back on track. Specifically, she will need to make decisions ... More information

Insite: Simplified Big Data

Date: 01/05/2021 Author(s): Paloma Sendagorta; Íñigo Gallo; Ángela Jiang Wang Document type: Case Insite is a customer business intelligence software developed by a European consulting company. The Iberia branch has had poor results during 2020. Of particular concern to the manager is the number of demos that are offered to potential clients: demos granted by the sales team have increased, while sales have decreased. Management has to review the ... More information

Diseño de la oferta: carteras de productos, marcas y precios

Date: 01/05/2021 Author(s): Jorge González Document type: Technical Note En esta nota se resumen las principales decisiones operativas para definir la oferta de una compañía: qué productos y/o servicios se van a ofrecer, bajo qué marcas y a qué precios. El enfoque que se propone para tratar un tema tan amplio consiste en centrarse en las consideraciones que debe realizar la dirección general. En la primera parte de la nota, ... More information

Market Selection: Target Customers and Positioning

Date: 01/05/2021 Author(s): Jorge González Document type: Technical Note Market selection involves a greater commitment than any other marketing decision and consists of two parts: 1) selection of the target customer, and 2) positioning. This technical note outlines the main criteria for selecting a target customer and offers a series of recommendations on how to define positioning. Finally, an overview of the key concepts ... More information

Miscalibration in predicting one's performance

Date: 01/04/2021 Author(s): Isabelle Engeler; Gerald Häubl Document type: Article in Journal (refereed) When people predict their performance, they can be miscalibrated in two ways—they may mispredict how they will perform relative to others (misplacement) and how they will perform in absolute terms (misestimation). Prior work has yielded contradictory conclusions about the relative direction of these two types of miscalibration. Some research found ... More information Read related article

The Impact of informational and emotional television ad content on online search and sales

Date: 01/04/2021 Author(s): Iván Guitart; Stefan Stremersch Document type: Article in Journal (refereed) This article documents how informational and emotional appeals in more than 2,000 television ads for 144 car models, aired over four years, influence online search and sales. Increasing the emotional content of ads leads to increases in online search but increasing the informational content does not generate more online search. Both informational and ... More information

Elementos de la estrategia de marketing

Date: 01/04/2021 Author(s): Jorge González Document type: Technical Note Esta nota introductoria define los elementos principales necesarios para elaborar una estrategia de marketing. En primer lugar, se presentan los distintos agentes que actúan en un mercado y se exponen los dos análisis fundamentales para entender la oferta y la demanda: la propuesta de valor y la segmentación de clientes. En segundo lugar, se señalan ... More information
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